El golpe de Estado en testimonios de varios líderes de opinión

usually think video games can ruin students’ life. It has become a common sense for Chinese parents, which video games are like drugs, and they are contrabands. People who addicted to them have no future. It seems like people are confusing E-sports with video games. In fact, E- sports is more than just games, it has its own system, and it can also have a bright future. When

we look at the current popular games, like the League of Legends. In January 2014, according to Riot company, there are 67 million monthly League of Legends players globally, with 27 million playing daily. The number was so huge that made the stuff of Riot company thought it was an error. (Paul, 2016)

According to a survey taken at the end of 2016, there are above 10% Korea players, and 5.8% Chinese players. It was 81 million people when we realized that China has a population about 1.4 billion (Dan, 2016). These shocking numbers indicate that China has a huge market for E-Sports. But how big is E-sports? We will take a look at some numbers. The League of Legends 2014 World Championships, which is a competitive game like the FIFA World Cup, reached about 32 million viewers online. It is even more than the people who watched the last game of the 2014 NBA finals. According to New Zoo, about 1 in 7 people are now aware of E-sports. And there were 112 major E-sports events held in 2015, and the total prize reached $61million. It is going to be bigger. E-sports revenues are expected to reach $1.1 billion in 2019, with 215 million E-sports enthusiasts and 212 million occasional viewers set to emerge by that time. (Peter, 2016) This chart can demonstrate the audience growth of Asia-Pacific. In 2015, there were 115 million viewers, and the number increased about 36.6% and reached up to 161 million just in one year. The Asia-Pacific will account for 51% of E-sports enthusiasts in 2017. And it was predicted that the number would grow up to 303 million in 2020.

Figure 12: E-Sports Audience Growth for 2015, 2016, 2017, 2020 and Q1 2017

Although E-Sports is considered as a bad thing in China, the universities in the United States have already adopted them into their sports system. For example, the University of California announced that students would have a chance to earn the Overwatch scholarship during the 2017 semester. (Nicole, 2017). Apart from that, Robert Morris University Illinois and the University of Pikeville in Kentucky have recognized E-sports players will receive the same scholarships with other sports players. Since American universities are starting adapting e-sports into their sports system, why cannot the SPS add some new classes and introduce this raising industry to Chinese students?

Figure 13: E-Sports in the United States

For adding new classes which related to E-sports, the SPS can open Game Management class under the IT or MPA programs. Because there are so many E-sports events happen every year, it is important for people to manage them and make it better. Moreover, e-sports marketing class could also be an option. The SPS can combine the current marketing courses, and make it relate to e-sports. Because the e-sports marketing is huge today, and it will continue to grow in the future. Therefore, it is a significant opportunity to market, and we believe they are many companies are seeking people who have knowledge about this. China has a huge e-sports

population, we think with these new classes, SPS can make it as a big selling point for Chinese students, and attract more students come to study.

Artificial Intelligence. Just like E-sports, the Artificial Intelligence (AI) is also a raising industry, which has an enormous potential market and opportunity. What is AI? The definitions of AI are various and different, but the general idea of AI is “a branch of computer science dealing with the simulation of intelligent behavior in computers,” and “the capability of a machine to imitate intelligent human behavior” (Merriam Webster). It is hard to understand the real meaning of AI through these definitions. But some simple example can help people to understand that, like iPhone’s Siri and Google Home. They are machines and computers, but they can know individuals at a simple level. And the AlphaGo, who defeat human professionals in Go, which is a typical example for using AI technology. In fact, the games we talked above, and our smart phones are also AI technology. And it can emerge in any area, like finance, business, science. AI has been in people’s daily life every day. For the course design of SPS, we think AI could be a new direction. And we will introduce the primary market size, trends and future of AI in this paper.

According to Tractica, the direct and indirect AI applications’ revenue is expected to increase from $643.7 million in 2016 to $36.8 billion by 2025. It indicates a huge growth curve with a compound annual growth rate of 56.8%. (Daniel Faggella, 2016). Tractica also

conservative predicted that by 2025, the AI-driven hedge fund assets in the hedge fund would occupy about 50% of the hedge fund assets traded by 2025 will be AI-driven. (Daniel Faggella, 2016). From these numbers, we can see that the growth of AI is speedy, and the speed is

increasing in recent years. AI can be used in many areas, and Tractica has analyzed some top areas that AI can be applied in business. We think these areas are the potential direction of SPS’s

new course guidelines. According to the table, big data occupies 60% of the use cases, and image or object recognition is 40%, and these numbers indicate the market’s direction in the future. (Daniel Faggella, 2016).

Figure 14: Spiderbook’s current data visualization of companies investing in AI

And according to Daniel’s research, there are 2.5% companies are investing AI in government administration, which means for students who are doing Public Administration program, AI course can be useful for them. Moreover, there was 1.84% investment in management consulting and many investments under the IT area. Our team considers the AI course could be open for all three programs students. For the basic course, it could be an introduction to AI or fundamental of AI. And for students who want to learn more about this topic, courses like deep learning and AI morale could also be under consideration. Students can not only get the benefit when they come back to China, for people who want to stay in the United States when they graduate, they can also go into this industry. Because the market if AI is

We Media. We media or self-media is the third direction. In our job of marketing the SPS, self-media and social media will take a significant role in our plan. We will use them to launch our marketing strategies. And we will talk about the marketing process in the third part of our report. And for this part, we will mainly discuss the status of self-media in China, and what could we do to change the SPS’s course direction.

There are 668 million people are using the internet, and most of them are through smartphones. The population is twice the populations of the United States. (Isabella, 2016). But most people do not know that, Chinese people have limited access to the internet outside of China. Therefore, when we talk about self-media, the conventional software or applications that the American people use today, like Facebook, Snapchat or Instagram are not open to Chinese people. But instead, many Chinese companies have come up with some similar applications to fill up the gap. Right now, more and more people are using WeChat and Weibo. And more and more companies are going into this industry. And these applications are the perfect examples of self-media.

WeChat has provided an ideal environment for so-called "self-media": news is created based on different topics, and collated by, individuals and small groups with no media

organization to fund them. (Alexa, 2014) Today, more and more Chinese people get news from their self-media application on their cell phones, instead of the newspapers. According to Li, WeChat now has more than 10 million public accounts, based on the report of New Rank, which is a company that monitors and analyzes China’s content entrepreneurs. “If a public account can consistently produce content that attracts 100,000 views at a time, business

opportunities often follow.” (Li, 2016). Based on all these facts, we can say that self-media are providing a tremendous job opportunity in China, and it is also a raising industry. For Chinese

students who have knowledge about self-media, China can provide an excellent platform for them to work, and could provide a big market for business. Therefore, our team thinks SPS can launch some new courses based on self-media under the IT program, which will teach the

students some insight knowledge about his topic. Moreover, because the major use of self-media is for communication, and we think MPA and MSPC could also take the self-media as a selective topic.

On the other hand, self-media is not perfect; it also has many problems. For example, the biggest problem of self-media is censorship. And we think this is also a big problem of self- media in the United States. (Li, 2016) Some public accounts are producing fake news to take advantage of people. Many problems are related to the lack of management. The industry needs more people with administration knowledge to manage. The self-media industry is rising in China, with all positive and negative ways, and making sure self-media is in the right direction, more and more experts are needed. We think it is a perfect time to launch the self-media course in SPS. And it will also attract more Chinese students.

Sharing the Greater Boston Areas’ Education Resources

As we all know, the greater Boston area and Massachusetts have the best education and the best college education in the United States. There are many famous universities located in Boston, like Harvard University, MIT, and Boston University. And Clark University is also in the greater Boston area, surrounded by so many good colleges, and have access to the best educational resources in the world. In our team’s opinion, why not we take advantage of these resources. Clark University’s rank is about 75th _{in the colleges of the United States. To be honest,} 75th is not an attractive position, at least not enough for Chinese students to choose here.

them. We could take advantage of those famous universities around us. We need to use these famous names during in our marketing and to do that; we need corporations with them. In the part of the final report, we will talk about the halo effect, and why it is so important for Chinese students. Moreover, we will discuss how to use the halo effect for our marketing and get more Chinese students to SPS.

Halo Effect. Different from American students, Chinese students and their parents think the brand of a product is critical, and they always obsessed with the halo effect. It is also true in education. To explain this, we need to talk about the Chinese universities and the College Entrance Examination in China. The Chinese school's system divides colleges into basically three different groups. The first class is called 985 colleges. This groups of colleges, which include Tsinghua University and Beijing University, are being considered the best universities in China, like Harvard, Yale in the United States. For instance, the province where I come from has only one 985 universities. Students need to get an extremely high grade in the College Entrance Examination in China, and that is very few of them. The second class is called 211 colleges. They are pretty good schools but not as good as the 985 colleges. Students need to get an outstanding grade in their College Entrance Examination to get into them. And the rest of those universities are considered as the third class. They are also colleges but have different qualities. Some of them are pretty good at some academic field, and some of them are just normal. Students can get into them if they have enough money.

Students who can get to the 985 and 211 can be considered as good students by the Chinese society, and they are more likely having a good career in the future. And companies are more willing to hire students who graduate from prestigious and high ranked universities. And this situation has created a halo effect among the Chinese students and their parents. When

students are choosing their schools, they first thing they will take into account is the rank position, and then the major advantages. For example, if a student is going to choose a college, and he wants to study IT. One 985 college has a high-rank position, but their MPA major is not very good. Another 211 college has an excellent MPA program, but the overall level is not as good as the 985 one. The student will be more likely to choose the 985 one instead of the 211 colleges. According to Wen Tianyin, famous and high-rank universities are like luxury brands. And in most Asian parents’ point of view, their careers are determined by these luxury brands. (Wen, 2013).

College Consortia. Now, we have a basic knowledge about how Chinese students choose schools. The next question is how to use the halo effect in our marketing. 75th in the American colleges is not an enough halo. There are few students know Clark University, but we believe most of them know Harvard and MIT. What if we take advantage of the reputation of the famous universities? What if we put the Harvard University along with SPS when we are marketing. To do this, we need to work with these famous schools. Our recommendation for SPS is program cooperation. Just like the partnership between Clark University with Shandong University of Science and Technology. For example, under the MPA program, students can go to Harvard to take a particular course with Harvard students. And SPS can also invite a Harvard professor to Clark University to teach the class. For IT program, SPS students can go to MIT to share their laboratory. And when the students complete these course, SPS will accept their credits. We have discussed the course direction change in the second part. For some new courses, SPS could not find a professor who is qualified to teach the class. We think the cooperation is a perfect way to solve this problem. We can share the existing education resources with other universities in the Greater Boston Area. We also know that the cooperation will cost a lot of time and money. And

we think SPS should increase the tuition to make it happen. We have discussed the halo effect above, and we think for Chinese students, they would not mind paying more money to get better educational resources.

On the other hand, the cooperation is much value for the marketing process. When we launch an advertisement on the social media platforms, we can say that we have a partnership program with Harvard University. Because of the halo effect, Chinese students will pay attention to this advertisement immediately. Because they want to dig more information of SPS, with Harvard go along with it. The cooperation program is like a bridge, that connects Clark

University with the halo effect. And we believe with this kind of collaboration, more and more Chinese students will pay attention to SPS, and SPS will get an enormous potential market. Conclusion

In the reputation marketing part of this final report, we mainly take about how can SPS improves itself to attract more Chinese students. We talked about how can the great real-world experience professors become big selling points in the marketing, with a more advanced and reasonable evaluation systems. We also discussed how can we improve the education quality based on the current teachers in SPS? And then we talk about the current industries trends in China, and how can SPS adapt these patterns to change our course directions to get more

students. We also discussed some hot majors in the current situation, and give some suggestions on which courses can be added to SPS. To help Chinese students to solve the common problems that they are facing when they study overseas, we recommend that SPS should launch a Chinese consulting program, which will become a second selling point. In the final part, we analyzed the halo effect among the Chinese students, and how can SPS take advantage of the halo effect by work with famous universities. Our team believes that, with these implementations, SPS will not

only do a great job in marketing but also in improving the education quality itself. In the long run, we think SPS will get a lot benefit from the reputation marketing.

Social Media Marketing Status of Social media in China

Now, School of Professional Studies(SPS) successfully expanded its admissions channels through the cooperation with Shandong University of Science and Technology. At the meantime, SPS also started a cooperation program with Hefei University of Technology in 2015, it is expected that the first batch of students who are enrolled in Hefei University of Technology will continue to study at Clark University through this program in 2018. (The meeting of Hefei University of Technology School of Economics, American Clark University representatives and international economic and trade (Chinese and foreign cooperation) students in the spring of 2017 was held successfully., 2017) However, Clark University's reputation in mainland China has not obviously improved through those programs. Moreover, the number of enrolled students by these programs fail to meet SPS’s expectation. Therefore, a set of effective promotion plans are necessary.

The trend of traditional media in China is declining. Chinese people spent less and less time on traditional media such as television, newspaper, and Radio. Figure 15 shows the Share of Average Time Spent per Day with Major Media by Adults in China from 2011 to 2015. From the